Exploring the Interrelationships of Fast-food Service Quality, Trust, Customer Satisfaction, and Loyalty:

The influence of quality on satisfaction and customer loyalty with an importance-performance

map analysis
Exploring the mediating role of trust

“Exploring the Mediating Effects of Customer Satisfaction and Trust on the Relationship Between Fast-
Food Service Quality and Customer Loyalty

Research Framework and Hypotheses

Service Quality
The results suggest that fast-food service quality has a positive influence on satisfaction, trust and loyalty
among fast-food customers. The findings also reveal a mediating effect of trust (partial mediation),
increasing the effect of satisfaction on loyalty ((Carranza et al., 2018).

identifying the determinants of service quality and linkages with customer satisfaction is a challenging
research topic. In this study, we take up a research study to address this challenge. Specifically, we
examine the importance of factors influencing customer satisfaction in the context of a Chinese buffet
restaurant in the UK (Ramanathan et al., 2015).

Fast Food Service

Atmosphere

Customer Satisfaction

Trust

Customer Loyalty
References:

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and
customer loyalty with an importance-performance map analysis: Exploring the mediating role of
trust. Journal of Hospitality and Tourism Technology, 9(3), 380–396. https://doi.org/10.1108/JHTT-
09-2017-0104
Ramanathan, R., Di, Y., Ramanathan, U., Zhang, Z., & Zhang, Z. (2015). Benchmarking: An
International Journal Moderating roles of customer characteristics on the link between service
factors and satisfaction in a buffet restaurant"Moderating roles of customer characteristics on the
link between service factors and satisfacti. Benchmarking: An International Journal International
Journal of Contemporary Hospitality Management International, 23(21), 705–722.
http://dx.doi.org/10.1108/BIJ-01-2015-0012%0Ahttp://dx.doi.org/10.1108/09596111211206141